Making money off conventional wisdom.

• Position: Greensboro Area Convention & Visitors Bureau; includes directory of convention centers and hotels - Special Advertising Section

Chuck Alberson's office is in the Guilford County Law Enforcement Center, right beside the Greensboro Area Convention & Visitors Bureau.

But Alberson, a district-court magistrate, never fully realized the economic impact of the meetings and conventions held in Greensboro -- until he joined the Greensboro Backers, a local group that helps promote the Gate City as a destination for gatherings.

"They are salespeople for the city," says Judith Grizzel, president of the Greensboro Area Convention & Visitors Bureau. "They help bring in new money through the travel industry. One of the benefits of the travel industry is it brings in new dollars without taxing the local community."

People such as Alberson, 37, are learning that lesson. He knows now the financial benefit of trade shows, professional meetings, sporting events and the like. The money they pull in is important to cities, especially in the current climate of government shortfalls.

For example, in Durham County (with a population of 200,000), each household would pay $250 more a year in taxes if local revenues generated from visitors suddenly disappeared. That's according to figures provided by the Durham Convention & Visitors Bureau.

In Mecklenburg County -- with 511,000 residents and the state's largest city, Charlotte -- the travel industry generates almost $1.4 billion, according to the latest figures from the U.S. Travel Data Center.

From where does the money come? Largely from the sales tax visitors pay when they buy goods and services and a 3% to 6% tax on hotel and motel rooms. Part of the occupancy tax usually goes to the general fund, and part is set aside to promote the community. Sales taxes are split between local and state government.

"It is well-proven that the occupancy tax is a good engine to drive sales-tax revenues," says Reyn Bowman, president of the Durham Convention & Visitors Bureau. "It's the old question of marketing -- using money to make money -- and communities aren't used to that. We try to get government to think that way so they don't just depend on resident taxes."

In Durham County, the occupancy tax generates about $1.3 million annually. But sales taxes attributable to those same guests can be up to $20 million, Bowman says. Sixty percent of the sales tax goes to the state, leaving a hefty $7 million to $8 million in local coffers.

Says Alberson, "The people who come in here help our local business trade. They help pay for our schools, services and...